Arlington Museum's World Cup Soccer Exhibit Falls Short on Attendance

WHO:

KERA News - Chris Hightower, museum president and CEO; Brent DeRaad, president and CEO of the Arlington Convention & Visitors Bureau.

WHAT:

KERA News - The Arlington Museum of Art opened an exhibit titled “More Than a Match” showcasing soccer artistry.

KERA News - Ticket sales for the exhibit are down 90% from the previous summer, which had roughly 10,000 tickets sold.

KERA News - The exhibit features World Cup memorabilia, legendary players’ jerseys, scarves, and contemporary art on loan from the National Football Museum in England and the National Soccer Hall of Fame in Frisco.

KERA News - Arlington hotels generated $31.5 million in room revenue in June 2026.

KERA News - The Arlington Convention & Visitors Bureau estimates that each of the first six World Cup matches generated between $18 million and $24 million in economic impact within Arlington.

WHERE:

KERA News - The exhibit is located at the Arlington Museum of Art, less than a mile from AT&T Stadium in Arlington, Texas.

KERA News - The Arlington Convention & Visitors Bureau promoted the exhibit across social media platforms.

WHEN:

KERA News - The exhibit opened at the beginning of May and is extended through August 30.

KERA News - The city promoted the exhibit on 10 different days between April 30 and July 23.

WHY:

KERA News - Museum staff observed that crowds of fans were shuttling back to Fort Worth and Dallas after each game instead of exploring the Entertainment District.

KERA News - Hightower stated that better coordination between the museum and city leaders was needed to attract soccer enthusiasts and World Cup attendees.

HOW:

KERA News - Museum staff distributed promotional materials outside the stadium during matches.

KERA News - The Arlington Convention & Visitors Bureau featured the exhibit on its FIFA World Cup landing page, in paid Meta advertising, email marketing, news releases, and social media posts.

The Arlington Museum of Art has opened a new exhibit titled “More Than a Match,” which showcases soccer artistry and features memorabilia, jerseys, and contemporary art on loan from prestigious institutions. Despite the excitement surrounding the World Cup, ticket sales for the exhibit have plummeted by 90% compared to last summer, prompting museum president Chris Hightower to call for better coordination with city leaders to attract more soccer fans. The exhibit, located less than a mile from AT&T Stadium, will run through August 30, and the Arlington Convention & Visitors Bureau has been actively promoting it across various social media platforms.